De Beers Forevermark consolidates East India presence with luxury boutique in Patna
7 April 2026, Mumbai
De Beers Forevermark has significantly strengthened its footprint in Eastern India by inaugurating a new flagship boutique in Patna, Bihar, in early April 2026. This expansion reflects a broader industry shift where luxury diamond retailers are looking beyond traditional metropolitan hubs like Mumbai and Delhi to capture the rising disposable income in Tier-II cities. The Patna market has emerged as a high-growth corridor for the brand, driven by a growing consumer preference for ethically sourced, natural diamonds over unorganized gold jewelry. By establishing a physical touchpoint in this region, De Beers aims to leverage the localized demand for high-end bridal and celebratory jewelry, which continues to anchor the Indian diamond trade despite global price fluctuations in the lab-grown segment.
Ensuring integrity through traceability and design
The new store serves as an educational hub for the brand’s proprietary ‘De Beers Code of Origin’ program, which provides consumers with a digital guarantee of a diamond’s natural, conflict-free provenance. In a market where consumer trust is paramount, the brand is integrating advanced scanning technology that allows customers to view the unique inscription on each stone. This retail strategy is particularly effective in Bihar, where the jewelry sector is transitioning from traditional family jewelers to organized global brands. Our expansion into Patna is a response to the sophisticated regional customer who seeks international quality standards and contemporary designs without compromising on the long-term value of natural diamonds, notes a regional retail director.
Synergizing retail growth with national export targets
This boutique opening aligns with the Indian jewelry sector's 2026 objectives to increase the domestic consumption of polished diamonds, offsetting soft demand in traditional Western export markets. As the Indian government continues to promote the ‘Make in India’ initiative for high-end jewelry manufacturing, Forevermark’s physical expansion provides a scalable template for organized retail. The brand is currently executing a roadmap to add 15 additional boutiques across non-metro cities by the end of 2026. By focusing on design innovation and rigorous certification, De Beers Forevermark is positioning itself to lead the premiumization wave in India’s evolving luxury landscape, which is projected to grow by 10% annually through 2030.
Beers Forevermark is a global leader in natural, ethically sourced diamonds, specializing in premium bridal and everyday jewelry. Operating a vast network of partner retailers and exclusive boutiques across 60+ Indian cities, the brand is prioritizing Tier-II expansion to sustain its double-digit growth. Founded on a legacy of over 135 years of diamond expertise, De Beers remains the hallmark of gemstone integrity.
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